The Emotions Colors Invoke

When it comes to brands and logos that represent those brands, color plays a big role.  Certain colors invoke different emotions. 

Yellow is generally associated with optimism.  Orange is generally confident yet friendly.  Red generally is a color of excitement and gets your blood pumping (as well as increases your metabolism which is why so my restaurants use it as either a primary or secondary color). Purple sparks the imagination and is the color of royalty. It conjures images of grandeur, opulence, and mysticism. It activates the imagination and enthralls the eyes. blue conveys feelings of strength, dependability, and tranquillity. It is a calming color seen in nature such as the ocean on a clear day or the deep blue sky on a warm sunny day. Green is serene and peaceful, and it conveys the idea of growth. Black and white give a sense of neutrality and balance. Black is professional and credible, but it can be edgy as well. White is clean and pure. Using them together makes for a logo that is timeless and beautiful. Nike and Puma use black for an edgy vibe, while newspapers and other publications use black and white for the combination’s balance and simplicity.

Depending on a brand’s mission and purpose, color needs to be chosen wisely. This chart illustrates this point with some the worlds largest brands.